This month's Measurement Mavens are Daniel Wagner and the rest of the staff at the Obama Cave, the re-election campaign's data-crunching headquarters. No other presidential campaign has analyzed so much data, or used data analysis so efficiently, for such desirable outcomes. And no other campaign has so comprehensively incorporated analytics into its decision-making -- from finding volunteers, to emails, to ads, to voter registration. See this month's Paine of Measurement for more details.
We name them Measurement Mavens not just for their data-driven decision-making , but for their vision. After the 2008 campaign they understood the power of data, but they also recognized the flaws in their system. So they took a giant step backward to assess what data they needed, how it needed to be accessed, and how the system should work. Then they combined all their databases into a single huge system that could merge all their information from a wide variety of sources. Having been part of a number of database development programs, I know just how difficult and time consuming this kind of work can be.
We applaud Daniel Wagner and the staff at the Obama Cave, our Measurement Mavens of the Month. --KDP
(Thanks to Democratic America for the illustration.)
Katie Delahaye Paine is Chairman, KDPaine & Partners, (a Salience Insight company), and Chief Marketing Officer of News Group International. KDP&P delivers custom research to measure brand image, public relationships, and engagement. Katie Paine is a dynamic and experienced speaker on public relations and social media measurement. Click here for the schedule of Katie’s upcoming speaking engagements. Katie and Beth Kanter are authors of the book “Measuring the Networked Nonprofit,” to be published this year by Wiley.
The Measurement Standard is a publication of KDPaine & Partners, a company that delivers custom research to measure brand image, public relationships, and engagement. Katie Paine, CEO of KDPaine & Partners, will be glad to talk with you about measurement for your organization.